News Brief

Smartphone Use In Shopping Increasing

Perception Research Services International (PRS), in new research, says ownership of smartphones is rapidly approaching levels of traditional mobile phones (36% versus 53%), and most smartphone owners (83%) use them while shopping for boh big-ticket items and groceries.

The research -- conducted in May 2011 among 1,500 consumers drawn from a nationally representative online sample of adults ages 18 or older who are responsible for at least half of household shopping -- says users go to their smartphones during the decision-making process (comparing prices, gathering product information, searching for sales/coupons or reading reviews/opinions), and about one-third make actual purchases with their phones.  

Hispanics and African-Americans are more apt than Caucasians to use their smartphones while shopping.  Smartphone owners who use their phones to shop tend to be under 35 years of age, are employed full-time and are better educated than the average consumer.

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